Globalization, Marketing Resources, and Performance: Evidence From China

Two important areas are underexplored in the relationship between marketing resources and performance. First, the subject has been primarily investigated in the context of Western countries, and inadequate attention has been given to emerging economies. Second, despite the recent growth in globaliza...

Full description

Saved in:
Bibliographic Details
Published inJournal of the Academy of Marketing Science Vol. 33; no. 1; pp. 50 - 65
Main Author Luo, X.
Format Journal Article
LanguageEnglish
Published New York Springer Nature B.V 01.12.2005
Subjects
Competitive advantage
Economic growth
Emerging markets
Global economy
Globalization
Hypotheses
Influence
Investigations
Market shares
Marketing
Profits
Statistical data
Strategic management
Studies
China
Online AccessGet full text

Cover

More Information
Summary:Two important areas are underexplored in the relationship between marketing resources and performance. First, the subject has been primarily investigated in the context of Western countries, and inadequate attention has been given to emerging economies. Second, despite the recent growth in globalization, the moderating role of globalization on the link between marketing resources and performance has not been investigated. Addressing these important gaps, this article focuses on an emerging economy (China) and explores the moderating effect of globalization on this link. Specifically, the authors develop several hypotheses highlighting the moderating role of globalization activities (global product sourcing, global market seeking, and global partnership) on the link between marketing resources (market orientation, entrepreneurial orientation, and innovative capability) and firm performance. The findings of the moderating role of globalization provide several important implications for marketing theory development and managerial practice. [PUBLICATION ABSTRACT]
Bibliography:ObjectType-Article-1
SourceType-Scholarly Journals-1
ObjectType-Feature-2
content type line 14
ISSN:0092-0703
1552-7824
DOI:10.1177/0092070304265050